Best Ways to Present Customer Journey Data

Most assume data stories will consist entirely of charts, but that’s not always the best approach. Sometimes, non-data visuals do a better job at structuring ideas, clarifying relationships, and guiding decisions. Yes, bar charts, line charts, and scatterplots help communicate key findings and insights, but data storytelling isn’t just about presenting numbers—it’s about explaining, persuading, and driving action. That’s where non-data visuals can help. They can establish the problem, clarify key concepts, and frame possible solutions in a way that is easier to grasp. Here are a few examples of how you might use non-data visuals: 𝐕𝐞𝐧𝐧 𝐝𝐢𝐚𝐠𝐫𝐚𝐦 → 𝐒𝐡𝐨𝐰𝐬 𝐫𝐞𝐥𝐚𝐭𝐢𝐨𝐧𝐬𝐡𝐢𝐩𝐬 𝐚𝐧𝐝 𝐨𝐯𝐞𝐫𝐥𝐚𝐩𝐬 📌 Use case: Analyzing customer behavior across two product categories. "60% of Product A users also use Product B, but 40% don’t. This suggests an opportunity for cross-selling." 𝐇𝐢𝐞𝐫𝐚𝐫𝐜𝐡𝐲 𝐩𝐲𝐫𝐚𝐦𝐢𝐝 → 𝐈𝐥𝐥𝐮𝐬𝐭𝐫𝐚𝐭𝐞𝐬 𝐡𝐢𝐞𝐫𝐚𝐫𝐜𝐡𝐲 𝐚𝐧𝐝 𝐩𝐫𝐨𝐠𝐫𝐞𝐬𝐬𝐢𝐨𝐧 📌 Use case: Explaining the drivers of customer satisfaction. "At the base level, customers expect reliability. Moving up, customer support influences satisfaction, but at the top, personalization creates long-term loyalty." 2𝐱2 𝐦𝐚𝐭𝐫𝐢𝐱 → 𝐂𝐚𝐭𝐞𝐠𝐨𝐫𝐢𝐳𝐞𝐬 𝐚𝐧𝐝 𝐩𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐞𝐬 📌 Use case: Evaluating marketing strategies based on impact vs. effort. "High-impact, low-effort strategies (top-right quadrant) should be our priority—like social media campaigns. Meanwhile, high-effort, low-impact tactics like print ads should be reconsidered." Great data storytelling blends science (data) with art (visual communication). The best stories aren’t just about numbers—they help your audience understand what’s at stake and what to do next. What’s a non-data visual you’ve used (or seen) that made an impact? 🔽 🔽 🔽 🔽 🔽 📬 Craving more of my data storytelling, analytics, and data culture content? Sign up for my newsletter today: https://lnkd.in/gRNMYJQ7 📚Check out my new data storytelling masterclass: https://lnkd.in/gy5Mr5ky 🛠️ Need a virtual or onsite data storytelling workshop or speaker? Let's talk. https://lnkd.in/gNpR9g_K

Many amazing presenters fall into the trap of believing their data will speak for itself. But it never does… Our brains aren't spreadsheets, they're story processors. You may understand the importance of your data, but don't assume others do too. The truth is, data alone doesn't persuade…but the impact it has on your audience's lives does. Your job is to tell that story in your presentation. Here are a few steps to help transform your data into a story: 1. Formulate your Data Point of View. Your "DataPOV" is the big idea that all your data supports. It's not a finding; it's a clear recommendation based on what the data is telling you. Instead of "Our turnover rate increased 15% this quarter," your DataPOV might be "We need to invest $200K in management training because exit interviews show poor leadership is causing $1.2M in turnover costs." This becomes the north star for every slide, chart, and talking point. 2. Turn your DataPOV into a narrative arc. Build a complete story structure that moves from "what is" to "what could be." Open with current reality (supported by your data), build tension by showing what's at stake if nothing changes, then resolve with your recommended action. Every data point should advance this narrative, not just exist as isolated information. 3. Know your audience's decision-making role. Tailor your story based on whether your audience is a decision-maker, influencer, or implementer. Executives want clear implications and next steps. Match your storytelling pattern to their role and what you need from them. 4. Humanize your data. Behind every data point is a person with hopes, challenges, and aspirations. Instead of saying "60% of users requested this feature," share how specific individuals are struggling without it. The difference between being heard and being remembered comes down to this simple shift from stats to stories. Next time you're preparing to present data, ask yourself: "Is this just a data dump, or am I guiding my audience toward a new way of thinking?" #DataStorytelling #LeadershipCommunication #CommunicationSkills

8 out of 10 analysts struggle with delivering impactful data visualizations. Here are five tips that I learned through my experience that can improve your visuals immensely: 1. Know Your Stakeholder's Requirements: Before diving into charts and graphs, understand who you're speaking to. Tailor your visuals to match their expertise and interest levels. A clear understanding of your audience ensures your message hits the right notes. For executives, I try sticking to a high-level overview by providing summary charts like a KPI dashboard. On the other hand, for front-line employees, I prefer detailed charts depicting day-to-day operational metrics. 2. Avoid Chart Junk: Embrace the beauty of simplicity. Avoid clutter and unnecessary embellishments. A clean, uncluttered visualization ensures that your message shines through without distractions. I focus on removing excessive gridlines, and unnecessary decorations while conveying the information with clarity. Instead of overwhelming your audience with unnecessary embellishments, opt for a clean, straightforward line chart displaying monthly trends. 3. Choose The Right Color Palette: Colors evoke emotions and convey messages. I prefer using a consistent color scheme across all my dashboards that align with my brand or the narrative. Using a consistent color scheme not only aligns with your brand but also aids in quick comprehension. For instance, use distinct colors for important data points, like revenue spikes or project milestones. 4. Highlight Key Elements: Guide your audience's attention by emphasizing critical data points. Whether it's through color, annotations, or positioning, make sure your audience doesn't miss the most important insights. Imagine presenting a market analysis with a scatter plot showing customer satisfaction and market share. By using bold colors to highlight a specific product or region, coupled with annotations explaining notable data points, you can guide your audience's focus. 5. Tell A Story With Your Data: Transform your numbers into narratives. Weave a compelling story that guides your audience through insights. A good data visualization isn't just a display; it's a journey that simplifies complexity. Recently I faced a scenario where I was presenting productivity metrics. Instead of just displaying a bar chart with numbers, I crafted a visual story. I started with the challenge faced, used line charts to show performance fluctuations, and concluded with a bar chart illustrating the positive impact of a recent strategy. This narrative approach helped my audience connect emotionally with the data, making it more memorable and actionable. Finally, remember that the goal of data visualization is to communicate complex information in a way that is easily understandable and memorable. It's both an art and a science, so keep experimenting and evolving. What are your go-to tips for crafting effective data visualizations? Share your insights in the comments below!